Our aim is to set the gold standard for what a dog snack should be like – devoid of low grade fillers and by products, transparent and truthful labelling and a well balanced nutritious mix of ingredients. We believe that we will be able to show the way for many more brands to use only good, human consumption worthy ingredients. We hope to create more awareness amongst pet parents too about understanding of labels, understanding of misleading ingredient terminology and thus making the right choices for their pooch